420 (pronounced four-twenty) is cannabis culture slang for marijuana consumption, especially smoking around the time 4:20 pm, and also refers to cannabis-oriented celebrations that take place annually on April 20. Our mission is to spread the Love of the plant and educate consumers on the benefits of the plant. Also, we hope that through education the public with raise awareness surrounding the plant and thereby reduce the stigma around Cannabis consumption. At one time Hamilton had over 50 illegal dispensaries. We are proud to open our first store in the Cannabis consumption capital of Canada.